“It’s in a brand’s best interest to have an affiliate program that curates innovative and trustworthy partnerships and uses data-driven insights to make sure those partnerships deliver incremental revenue,” said Stephanie Harris, founder and CEO of PartnerCentric.
US affiliate marketing ad spending will grow by double digits over the next two years and top $15 billion by 2028, according to EMARKETER’s forecast. As spending grows and shopping behaviors shift, we spoke with Harris about how brands can build affiliate programs that prioritize performance and trust.
Q: What do TikTok Shop buying habits reveal about shifts in online shopping, and how should retail and ecommerce brands adapt?
A: With shrinking attention spans, impulse buying and discovery-driven shopping are rising. TikTok’s algorithm surfaces trending products that encourage spontaneous purchases without research. This shift is driven by influencer commerce, as nearly 50% of purchases on TikTok Shop are influenced by creators.
To adapt, brands should prioritize influencer partnerships with micro and macro creators who can drive customer engagement and trust. Micro influencers can be your marketing MVPs because they operate with fewer restrictions, have faster turnaround times, and higher engagement rates within niche communities. They’re also more open to commission-based payouts vs. flat fees.
According to data cited by Shopify, 69% of customers trust influencer recommendations over traditional ads. This has prompted brands to invest in authentic, creator-led marketing.
Q: With impulse buying rising, how can retail and ecommerce brands fine-tune their strategies to capture spontaneous purchases while building lasting customer relationships?
A: With scroll-happy shoppers moving from “just looking” to “checkout complete” in minutes thanks to FOMO and creator reviews, retail and ecommerce brands can broaden their engagement strategies by creating a seamless shopping experience and strong post-purchase engagement.
Brands can use limited-time discounts, product drops, and social proof to drive conversions to capitalize on urgency and exclusivity. But to do this effectively, they must work quickly to identify trends and coordinate with their creator partners.
They must operate with a mobile-first mindset. Some brands haven’t optimized their sites for mobile, leaving frustrated customers refreshing and reloading instead of rejoicing and re-ordering.
Long-term retention requires personalized follow-ups, like loyalty programs, post-purchase content, and tailored email marketing that nurtures repeat engagement. By balancing instant gratification with ongoing value, brands can turn impulse buyers into loyal customers who continue engaging beyond their initial purchase.
Q: PartnerCentric’s research shows declining consumer trust in product quality on social commerce platforms. How can affiliate marketing offer more transparency and credibility?
A: Affiliate marketing is known for ROI-driving partnerships. In a world where social commerce feels like the Wild West of “sketchy deals,” affiliate marketing can restore order.
A brand should have an affiliate program that curates innovative and trustworthy partnerships and uses data-driven insights to ensure those partnerships deliver incremental revenue.
Unlike creepy, AI-generated product reviews, trusted affiliates like bloggers and real creators vet what they promote because their reputation is at stake. Honest, long-form reviews, comparison content, and real user experiences restores the transparency. Affiliate marketing provides the tools creators need to succeed at scale.
Q: How can brands better utilize creator partnerships beyond social media?
A: Integrating creators into exclusive affiliate programs and co-branded campaigns is powerful. Offering influencers unique discount codes, early access to new products, or commission-based incentives encourages them to promote the brand consistently.
Brands should leverage influencer content across blogs, newsletters, and review websites for long-term visibility and credibility, instead of limiting influencers to TikTok or Instagram. Affiliates can create product reviews and comparison articles that improve SEO and drive organic traffic.
Brands can extend the impact of creator endorsements beyond just the initial partnership by featuring influencer-generated content on landing pages, email campaigns, and in-store digital displays.
Q: How can brands strengthen strategies and build valuable partnerships using long-term consumer behavior insights?
A: Gone are the days of companies using 3-5 customer personas. Now brands have 50 detailed consumer briefs that evolve through social trends, world events, and product preferences.
Brands can identify trends in purchasing habits, content engagement, and conversion drivers to leverage long-term consumer behavior insights. By doing so, they can refine their affiliate marketing strategies and creator partnerships. Through influencers and social platforms’ insights, brands can create more dynamic and relevant customer profiles.
For additional insights from PartnerCentric’s survey on the relationship between social media and shopping, please visit PartnerCentric.com.
